RETROFIT

There was some internal discussions at HP about how to enhance the customer experience through HP Stores. Some global initiatives in Morocco (Casa Blanca) , UK and the US were the first references. But in Latin America, the reality was much different, as the size and the location of some stores was not as premium as the others. This example from Bogota, Colombia;  demonstrates how a well executed retrofit could completely change the customer experience even if the store is located in a popular shopping center (Unilago). It was the spark for the LATAM MCA HP Store project:

THE STRATEGY

A simple framework was created to conceptualize the 4 different strategies based in a two axes graphic : Vertical axe - To Increase the customer experience and the horizontal axe -  To increase the HP coverage. On the left quadrants, we introduced a strategy to leverage the existent retail  coverage but increasing the customer experience by adding two levels of interaction, the high-touch, with a high-end experience; and a low-touch for a more simple experience, usually used by box-movers retailers. On the right quadrants, we introduced a strategy to increase coverage by recruiting existing retailers and by adding new ones, always up-scaling the customer experience also divided into different levels, the HP Store for smaller resellers (typical mom & pop stores) and the HP Experience Store for premium stores usually located in high-end neighborhoods or shopping malls.

Deployment summary and Guides created

hp_stores_deployment.pdf
File Size: 4689 kb
File Type: pdf
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hp_experience_store_guide.pdf
File Size: 5426 kb
File Type: pdf
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hp_store_guide.pdf
File Size: 9423 kb
File Type: pdf
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